UX Perspectives: Translating design into business impact

Non-design stakeholders don’t always see the link between UX and results. To explore how to bridge that gap, we asked RGD Members to share ways to make the case that good design is good business.

Crispin Bailey RGD, Director of Design & UX at Kalamuna

Show stakeholders how UX ties directly to their priorities, whether revenue, efficiency or reputation. Focus on metrics they care about, such as conversion rates, task completion, support tickets or NPS. Benchmark against competitors to highlight missed opportunities when UX is ignored.

Some stakeholders are motivated by numbers: translate findings into business outcomes and metrics. For example, “Fixing this form reduces drop-offs by 30% = $X saved.” Calculate what a broken or subpar experience is costing the business and follow up with before/after comparisons using real data.

Others respond to stories: use simplified journey maps to highlight user pain points so they can visualize the impact on their customers. Show real struggles and feedback with video clips and quotes from usability studies and surveys.

Allison Charles Associate RGD, Design Lead at Navacord

As UX professionals, our superpower is simplifying the complex through visual storytelling and connecting design decisions to business goals. This builds not only understanding but also trust with stakeholders.

Whether through visuals or even a meme, knowing your audience and their receptiveness is key. Business thrives on performance, so a competitive analysis can identify what others are doing well and what your organization can adapt to elevate the experience. You don’t need a perfect prototype to make an impact—preliminary research and a vision of what could be go a long way.

Look for examples from past work, heuristic evaluations and usability reports with clear insights, so stakeholders can fully digest the data. If you don’t have those, use case studies with measurable outcomes. At the end of the day, you must clearly and creatively communicate what is in it for them and confidently present the big picture to achieve their goals.

Reesa Del Duca RGD, Design Director & Founder at Ballyhoo Design

Securing buy-in from non-design decision-makers requires translating UX impact into their language: business results. This may not be the moment to show personas or journey maps. Lead instead with pain points, metrics and targets.

Always connect directly to business objectives. If leadership prioritizes community engagement, show how fixing navigation barriers increases participation. If grant funding depends on demonstrating impact, prove how streamlined donation flows or forms support those goals.

Start with quick wins that prove your point. Small fixes—such as clearer calls-to-action or easier registration flows—show immediate impact and build credibility for larger initiatives. Most importantly, invite partners to engage with user research firsthand. Share compelling quotes and failure points that directly affect their goals.

Deanne Loft RGD, Senior Product Manager at Dash Social

The best way to demonstrate UX value is to link it directly to business results. Every organization has targets—whether retention, acquisition or conversion. Connect these to the user experience: show how unresolved issues drive churn, low engagement or missed opportunities, and how past improvements delivered measurable gains.

When launching something new, reference industry examples where UX influenced adoption and growth. By framing UX as a driver of outcomes—not just a design detail—you make its role in organizational success clear.

Samiksha Makhijani RGD, Lead Product Designer at Zero Hash

Stakeholders increasingly acknowledge the connection between great products and business success, citing examples such as Airbnb, Figma and Stripe. What’s less clear is the role of UX in achieving those results.

We can demonstrate value by grounding discussions in evidence—customer feedback, usability testing and metrics that connect improvements to KPIs. Sharing walkthroughs, rather than static deliverables, helps non-design partners visualize experiences and understand impact.

Involving stakeholders throughout the design lifecycle—especially in user testing—can be transformative. Hearing users’ struggles and successes firsthand is more persuasive than reading a report. Over time, I’ve seen stakeholders embrace UX and use prototypes and design insights themselves in client conversations and go-to-market strategies, proving UX can drive both empathy and measurable growth.

Diana Seto, User Experience Designer at Communications and Public Affairs

One of the best ways is by mapping out the user journey so we can clearly show where people are getting stuck or frustrated. It really helps to lay it all out visually. Once stakeholders see those pain points, it’s easier for them to understand why things need to change.

Another approach that works well is asking stakeholders to walk through the product like a real user. When they experience the same issues firsthand, they become aware of the issues in ways that data alone can’t impart.

Make sure to back everything up with stats. Show how many users drop off at a certain step, how long it takes to complete a task, or how often support gets the same question. Data helps make the case even stronger and connects the UX work to real business impact.